CRM affects all areas of your company. That means that when used correctly, it can improve communication, streamline sales, and increase profitability. It also means that when implemented incorrectly, it can have major consequences.
Since the most detrimental CRM mistakes tend to be about the approach taken, they're also some of the most avoidable mistakes.
CRM is a fantastic tool, but like all tools, it doesn't work if you don't use it correctly. Luckily, the most common mistakes are incredibly avoidable.
Not Implementing Consistently and Effectively
CRM software is like most things in life, you get out as much as you put into it. If you use your CRM as an address book, what you'll get, is a very expensive address book. If you take the time to find a CRM that gets you closer to meeting your marketing goals, then you'll move the needle towards increased profitability.
Not Using the Data
We have a hard truth for you. If you don't know what your customers want – that's because you're not listening. In our current day and age, there is an almost unlimited amount of data that your company can use to improve. The magic of CRM software is that it gathers data from different sources – your company's website, phone, email, messaging, marketing, even social media. Data mining technology allows you to wade through the information and find the relevant takeaways. You can't turn data into profit if you're not using the data.
Failing to Interpret the Data
Collecting data and analyzing data is great, but you also have to consistently study and interpret the data you gather. Let's say you have a web page and the data shows that it's failing to move the needle. How are going to fix it? Is it a problem with the web page, the journey the person takes to access the webpage, or is the overall marketing strategy off? Focusing on the numbers without viewing them in relation to the marketing strategy won't help you move the needle. Data mining technology allows you to wade through the information and find the relevant takeaways. Let's talk about how CRM software can inform your marketing strategy to help you move the needle.
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